[이코노미스트] The reason why 50-year-old Samlip Hopan is hot this winter

Online sales increase by 30%, recording record highs

A TV commercial for Samlip Hopan in the 1980s. Comedian Lee Seong-mi, comedian Kim Byeong-jo, Kim Jong-seok, and Jo Jung-hyun from the top right. / Photo: SPC Samlip

‘It’s harder to buy “Hoppang Goods” as Sbuck (Starbucks) goods.”

Hopan goods are popular on social media this winter. They are sold in a matter of hours when they start selling, and in second-hand deals they are sold at a price that is 2-3 times higher than the cost. In Shopping Live, netizens are also waiting to buy products before real-time sales. This appearance is like ticketing at a popular idol concert. This is the story of the original Samlip Hopan goods that commercialized Hopan for the first time in 1971.

Few people expected that goods featuring Hopan as the main character would come out. However, Samlip Hopan is showing the marketing power aimed at 1020 generations by changing past brands with the latest trends. Samlip Hopan’s sales in October of last year grew 10% compared to the same period of 2019, recording the highest monthly sales ever. When it comes to online sales alone, it is up 30% from the same month in 2019. Samlip Hopan’s sales in 2019 were 110 billion won, and it is estimated to increase by 10 billion won in 2020.

A newspaper advertisement for Samlip Hopan, published in 1984. / Photo: SPC Samlip

Samlip Hopan’s strategy for targeting the 1020 generation is the launch of’goods’. Of course, the goods consisted of unique products related to Hopan. Samlip Hopan, which introduced a duck doll with a round ball like Hopan in 2014, and Samlip Hopan humidifier in the shape of a Hopan steamer in 2019, introduced’Hojjimi’, a steamer for one person that can only steam one hopan in 2020. It received a great response from the 1020 generations who are enthusiastic about exotic goods. Hojjimi was first sold in October 2020 at “Give a Kakao Gift”, and more than 20,000 products prepared were sold out in an hour. Then, Naver Shopping Live also set a record for 3,000 products sold in three minutes. The price of Hojjim was sold at 1,5900 won along with the Hopan product.

The development of Hojjimi, the priority of Samlip Hopan’s marketing strategy, was based on the existing large hobbang steamer. The large-scale Anpan Steamer is a heritage element that represents the Samlip Hopan brand. The Hopan Steamer was developed in 1972 so that Hopan can be steamed and sold directly at distributors. Gwang-mi Ahn in charge of product marketing at Samlip Hopan said, “The’Hoppang steamer’ that emits white and warm steam in front of supermarkets and convenience stores is one of the representative images of Korea’s winter landscape. I’ve planned this product.”

However, the development of Hojjim was not easy. It has been tested dozens of times to achieve the texture of an bread that is freshly steamed in a steamer. It is said that it was very difficult to find the optimal amount of water that should be in the hot pot.

In addition, Samlip Hopan also implemented a so-called’front advertisement’ strategy that advertises openly through entertainment programs. This is taking into account the characteristics of the 1020 generation, which has a high antipathy for the so-called’back advertisement’ that promotes as if it is not an advertisement. Rather, Samlip Hoppang revealed its brand name and revealed that it was an advertisement product.

A shelter in the shape of an bread steamer that will be installed at the Gangnam-daero bus stop until January. / Photo: SPC Samlip

As a representative example, MBC entertainment program’What do you do when you play?’ Comedian Yoo Jae-seok said that he had received PPL to cover the cost of making a music video for the’Refund Expedition’. In the YouTube video of’Three meals between Iceland’ of tvN’s entertainment program’Shinseo Yugi’, comedian Lee Soo-geun and singer Eun Ji-won held Samlip Hobbang and expressed that it was an advertisement outright, saying, “Thank you for the advertiser~”, and laughter from viewers. Deputy Ahn said, “In Shinseo Yugi, the performers listened to the CM song of Samlip Hopan while taking a’CM Song Product Quiz’ and tried to match the brand name, and this was the opportunity to’open PPL’.”

Another strategy is to diversify the bread menu. The most popular menu in Samliphopan for 50 years is ‘sweet red bean bread’. ‘Vegetable Hoppang’ followed.

However, Samlip Hopan is releasing new products that reflect the new food and beverage trends every year. Pizza Ho-Bun, Sweet Potato Bread, Buldak-Ho Bun, Milk Ho Bun, Burger Ho Bun, and Golden Egg Ho Bun are products that gained popularity. Deputy Ahn explained, “The new product is attracting younger generations as well as the existing middle-aged consumers as consumers of Samlip Hopan. It continues to play a role in invigorating the brand of Samlip Hopan.”

In 2020, the new menus include Senbul Dakho Bread, Sensacheon Jjajangho Bread, Honey Seed Ho Bun, Egg Custard Ho Bun, and Mexicana Saengcho Chicken Ho Bun. In addition, as a limited edition product commemorating the 50th anniversary, Icheon rice bread and Gongju chestnut bread were also released. These two products, made using Korean agricultural products, were introduced only in 2020. Currently, there are 21 types of menus sold by Samlip Hoppang.

As the anpan menu is updated every year, a unique recipe using it is being shared among millennials on social media. Deputy Ahn said, “Recently, the posting that it is delicious to bake honey seed bread and pizza bread in a waffle pan is a hot topic.” “The honey seed bread baked in a waffle pan is a blend of well-heated honey and nuts, and if you take a bite of pizza bread, It is said that the mozzarella cheese is stretched, making it even more delicious. I am proud to see the scenes where new menus tailored to the young sensibility are shared on social media.”

Hojjim-i sold out in 3 minutes of sale / Photo: SPC Samlip

Even if the menu is updated every year, there are things that remain the same for 50 years. It is the size and weight that symbolizes the bread. In particular, the sweet red bean bread and vegetable bread, which were launched since 1971, are still in the same size, maintaining 90-95g and maintaining the taste. However, Manpan and Wangho Bun, which were released as a substitute for meals, are exceptionally larger than the existing Hopan and are 120g.

Samlip Hopan plans to continue to showcase events that will continue the popularity of Hopan goods. From the beginning of December of last year to January of this year, the Samlip Hopan steamer-shaped shelter is operated at the Gangnam-daero bus stop in Seoul, equipped with a heated sheet and a hot air fan. Deputy Ahn said, “On December 21st, we introduced the’Samlip Hopan Brand Book’ to commemorate the 50th anniversary of Samlip Hopan, and we are selling Samlip Hopan blankets and cushions in collaboration with ’11th Street’.” It is aggressive marketing to promote Samlip Hopan.

This year’s 50-year-old Samlip Hopan strategy is also connected with the’Newtro’ culture that combines old things with today’s trends to enjoy. It is evaluated that the past memories are reinterpreted with the latest approach, and even the present Samlip Hoppang is heated.

Reporter La Ye-jin [email protected]